The Challenge

Get more gay men talking about HIV and Syphilis. Develop an informative and creative campaign and forum to engage and facilitate this difficult topic.

Provide education regarding the symptoms of HIV and STI's, as well as the importance of testing and local testing clinic locations.

The Insight & Strategy

Many gay men are uncomfortable with discussing HIV/STI testing, being tested by their doctor or going into a walk-in clinic. It is a stressful conversation, seemingly complicated process and often lacking clear information.

The approach was to engage gay men talking about testing amongst themselves via an informative, yet approachable and relatable campaign. At the same time providing education and practical information about clinics with extended hours for anonymous rapid HIV testing.

The Execution

Reach gay men in their environment. Saturate campaign messaging during peak times of sexual consideration (partying/clubbing), in Toronto and Ottawa.